This nostalgia phenomena is not new, especially to the fashion industry where current trends often borrow those from the past. Whether it’s90s sportswear making a comeback, 1960 and 1970 florals shaping up a Spring 16/17 collection, or the Kardashians bringing areturn of chokers, fashion trends are constantly being recycled and updated.

But what are the reasons that fashion is stuck replicating past decades? One reason can be predictability – and designers and buyers choosing fashion they know will sell. People seek out familiarity, which is why “now-stalgia” is making a comeback. Designers continue to borrow fashion statements from the past andmake them current with modern tweaks and embellishments.

Some of the classic revivals include denim jackets, long jewelry influenced from the renaissance and 90s rappers, high-waist bottoms, and of course leather jackets, which have been a fashion symbol of “cool” for over half a century.

Even designers are replicating their brand with updated versions of their own styles. For example, during Paris Fashion Week, Chanel showcased its Spring 2016/17 Ready-to-Wear collection combining its classic tweed and pearls with 90s colorful baseball caps and makeup. Other examples include Ralph Lauren’s denim and USA-style, Roberto Cavalli’s prints, Calvin Klein’s minimalist casual looks, and Michael Kor’s totes. People look for similarity and continuity – and they can find this in brands that continue to create “timeless” pieces with a modern twist.

A video posted by CHANEL (@chanelofficial) on Oct 6, 2016 at 9:11am PDT

Then comes the element of street style where people crave the inspiration of different decades, mashed up with modern pieces. “The idea of stylist has caught on at the street level. You’rerevered now because you know how to put clothes together,” says Valerie Steele, director and chief curator at the Museum of the Fashion Institute of Technology. “Which means clothes from the past look cool.”

They say history repeats itself, and it seems the same is true for fashion. Although we may not be experiencing a total flashback to a previous decade, it’s definitely a “now-stalgic” version of our past with an updated style twist.

Want to learn more about the top digital trends in fashion? Click here to download our ebook that covers 5 top trends in 2016.

Dana Soffer

Director, Corporate Marketing

Dana has over 15 years experience in international marketing and communications for leading global B2B and B2C companies. She currently develops and executives corporate marketing communication strategies, builds brand identity and manages public relation efforts. Dana has a BA in Human Behavior & Marketing from Colman College of Management.

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EFI develops breakthrough technologies connecting the online world to the physical one, providing the industry’s largest portfolios for the textiles, signage, packaging, ceramic tiles, personalized documents and corrugated segments. EFI Optitex software is the world’s leading provider of an integrated 2D/3D platform that enables to quickly create true-to-life 3D digital garments, while empowering apparel and soft goods companies to revolutionize the way they develop, produce, and market their products. Visit www.efi.com/optitex for more information.